Brunette is the new blonde this summer: Why clients are going darker in 2026

For years, summer has meant one thing in the salon… lots and lots of blonde appointments. Let’s face it, as soon as it gets warmer and the sun starts to come out, clients start to book in for their bright blonde balayage or highlights. But this summer, things are looking a little different.

Across both salons and from the likes of social media, we’re seeing a noticeable shift towards rich, glossy brunettes that are healthy and super expensive-looking. Instead of chasing that bright blonde look, clients are embracing those deeper tones that actually enhance their natural colour, while also keeping the hair condition at its best. We think brunette is officially the hair colour of summer, so let’s jump into how we got here.

Why are clients choosing brunette this summer?

One of the biggest reasons behind this shift is something hair professionals have been encouraging clients to prioritise for years, and that’s hair health. After years of heavy lightening services, many clients are looking for a colour that feels low-maintenance while still improving the overall condition of the hair. Rather than lifting the hair to its limit, professionals are creating rich, dimensional brunettes that reflect stunningly in the summer sun without having to compromise on the hair’s integrity.

We’ve seen trendsetter celebs such as Hailey Bieber swap their signature blonde for a softer, more natural-looking brunette tone, proving that brunettes can feel just as luxurious. Just look at that glossy shine!

Changing the misconception about brunettes

Brunette hair doesn’t have to mean flat! One of the biggest misconceptions about brunettes is that it’s just one tone all over. Quif Centre Stage winner, Amelia Wilmott, tells us, “I’ve definitely seen a shift with my clients moving towards more low-maintenance, natural hair, but to give it that extra something, I always suggest adding some dimension with different tones.” Adding those brunette tones can create that movement through the hair while still being expertly blended and super natural.

What’s the secret to an expensive-looking brunette?

For Quif Artist Brooke Evans, creating a luxurious brunette stems from how the colour comes to life in different lighting. She tells us, “By this time of year, we usually see a lot more blonde clients wanting to go even lighter. This year feels different. People are asking for warmer, brighter brunettes and lighter chocolate shades that still feel multidimensional.” She also adds, “I think it's so nice when your hair is one colour in the dark, and then it hits the sunlight, and it completely throws off a different colour.

To create rich, multi-dimensional brunettes, Brooke reaches for the Quif Quint:essential Mocha range. She’ll often add copper into the formula to enhance the mocha tones, creating subtle copper or mahogany flecks that come to life in the sun. For clients wanting a little brightness without committing to being blonde, Brooke also recommends adding subtle highlights using a low-strength developer to ensure the hair is multidimensional, whilst keeping the shine.

Dimension without damage

If your clients want to add some warmth and softness to their summer hair makeover, this doesn’t always have to require foils. Our Quif Freelance Educator, Georgia Mountain, loves to enhance her brunette clients with subtle tonal shifts using Quif’s Magi:gloss. She tells us, “I love using 6NG for a rich warm brunette or 6SA & 6NA for the cooler tones to stop any unwanted warmth created by the sun.”

Is brunette really the new blonde?

To settle the debate, this summer isn’t about choosing between blonde or brunette. Instead, it’s about creating colour that looks healthy and truly bespoke to every client. Rich chocolates and warm caramels are proving that brunettes can be just as dimensional and luxurious as blonde; it just requires far less maintenance. So, this summer, let’s choose healthy-looking hair every appointment, as this truly is the ultimate luxury.